Adlabs Imagica banks on human stories

By Devesh Gupta , afaqs!, New Delhi | In Advertising | October 31, 2014
The amusement-cum-theme park has launched a campaign that promotes the tagline 'Kahaniyan Banti Hain'.

Amusement-cum-the park Adlabs Imagica, has recently launched a new brand campaign that leverages a series of 'human stories'. The tagline being promoted is - 'Kahaniyan Banti Hain'.

The films have been created by Leo Burnett, directed by Hemant Bhandari and produced by Chrome Pictures.

Through these new ad films, the team is looking to establish brand Imagica as 'a destination that has an impact on every visitor'. The campaign narrates the stories of people from different walks of life, who have visited and enjoyed the park. While information about the 'product features', such as the park's outdoor/indoor rides, has been woven into the script, the focus is on the fun moments that people have experienced at Imagica.

The media mix includes TV (national and regional channels), digital (Facebook, YouTube) cinemas, outdoor platforms.

Commenting on the idea behind the campaign, Harjeet Chhabra, chief marketing officer, Adlabs Entertainment, says, "These stories will excite those who have not experienced the brand so far. They will also resonate with the million+ people who have been to Imagica," and will help build word-of-mouth publicity through them.

"There are very few brands that can claim to have an impact on the lives of people," he adds, referring to the fun memories people take back after a day spent at Imagica.

For the record, Adlabs Imagica is the flagship project of Adlabs Entertainment. It was launched in 2013.

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